The greeting card category is shifting. Category giants American Greetings and Hallmark face the threat of competition from e-cards and are challenged by increased segmentation of the card category. Hallmark estimates that over the past decade, the number of greeting cards sold in the United States has dropped from 6 billion to 5 billion annually.
The Greeting Card Association reports that while greeting card unit sales have fluctuated over the past several years, the industry continues to generate annual revenues of $7 billion to $8 billion.
